READ TIME: 2 MINUTES. I know how to live in the discomfort as I buy sessions that will matter to me soon. We are banking it and when you lean away from what you need to be doing over here because it’s looking good ON PAPER over there, you lose.
{beacon}
Bonjour Millionaire,
Being an adult is so hard. I’m choosing you over Summer House right now because I can’t multi-task during that. I have to glare at the TV the whole time. I hope I write quickly.
I think of ad spend in a very holistic way and I think you do, too but just checking that we’re on the same page.
Not every placement or ad needs to return at my benchmarks. Some ad dollars must be spent for future protection. What I mean is let’s say we have a keyword that is expensive but really does describe our product and is 100% what we are. Do we ignore that keyword and drop our bids because it doesn’t return at our “standards”?
No, definitely not. We spend and we spend and we keep our name tied to the thing that we are because if we don’t someone else will and we’ll be mad that we forgot about tomorrow. The same way not all money is good money not all positive ROAS is good business.
You have to box out and live life for MER. How does the day look? The week? The month? The year? If all is green and growing extremely fast 😉 then you have room to enter the pain cave on some ad dollars because if we only dive for the easy to reach customers that look pretty right now we aren’t using our efficiency to be brave. I spend heavy into TOF as well but again, I know how to live in the discomfort as I buy sessions that will matter to me soon. We are banking it and when you lean away from what you need to be doing over here because it’s looking good ON PAPER over there, you lose.
Rules:
Certain products and keywords and customers are worth spending a lot on
Overall efficiency is our job. We are ad channel agnostic (for the most part), and different campaigns serve different purposes (always).
Everything I’m talking about right now applies to Amazon, too. I’m thinking about this for Amazon, especially.
When you’re brave you are rewarded. If you keep spend low on everything that looks imperfect (at first glance) you’ll never grow as fast as someone who is brave and willing to lose here to win there. You just have to make sure you do win, or you’re fucked. So measure your actions and set daily pacing goals so you have to face your mistakes.
ADDED TO MY WISH LIST THIS WEEK:
(Sephora sale edition)
🌹: My strategy is to buybrushes because it’s such a painful purchase to make you know.
🌹: I also wince at the price of the masks I like. So I stock up on them V1V2V3V4.
ÉTERNE: A hero homepage with movement that really works. I love this shirt (it’s expensive but it’s softer than you could even imagine). I love their ads (they punch up and do the least and that’s exactly right). I tell my friends (we do get our wires crossed sometimes).
MEME OF THE WEEK:
AU REVOIR
Taking our baby to Miami this weekend and packed the whole house. Look at these shorts he’s going to wear!!
Yours, Ari
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